2011 – FTJ Rebrands and Creates Team Member Promise
In 2011, Franke Tobey Jones embarked on a full marketing rebrand to update the look and feel of FTJ in all marketing materials, ads, signs and more. Extensive research was conducted with residents, resident family members, team members, Board members and community members who participate in FTJ Senior University and Wellness Programs. The research was used to discover how people feel about Franke Tobey Jones. The brand needed to reflect how others live and experience the brand.
Several components were revealed and created through the process including a new logo; new tag line; new brand colors; a Promise, Position and Personality; and key messages.
FTJ Personality: Franke Tobey Jones is a warm, friendly, caring and vital community
FTJ Position: We set the standard for the next generation of nonprofit, continuing care senior living
FTJ Team Member Promise: “I promise to make every day meaningful for my residents, my team members and myself”
The brand Key Messages
- Franke Tobey Jones is your home, where you can be as independent as you want to be and enjoy the peace of mind you deserve. (Facilities – safety, comfort)
- Enjoy living and life at Franke Tobey Jones, where you can chose to be as physically, mentally and socially engaged as you’d like (Well being)
- Franke Tobey Jones is a vibrant senior community where lasting friends and memories are made. (Experiences).
- Take pleasure in the comforts of home where warm, caring people strive to make every day the best it can be. (People)
- The beauty of our buildings, grounds and surrounding parks and water views are like no other, adding pleasure and serenity for all to enjoy. (Location)
- We believe in community, and we support that belief by offering our surrounding communities’ programs and services that exercise the mind, body and soul. (Community)
The Team Member Promise is a way of teaching our team members how to live and breathe the brand. Also created was a reward program recognizing those team members on a monthly basis who go above and beyond to live the brand.